Brand Strategy Projects in Western CapeBrand Strategy Projects in Western CapeYOEN® is a luxury textile house dedicated to the art of considered making. Founded on the belief that the objects closest to our bodies deserve the same rigour applied to architecture — every thread chosen, every weight calibrated, every texture a dialogue between material and maker.
We work in cashmere, merino, alpaca and their rarest blends. Our throws, towels and textiles are not decorative objects — they are tactile experiences, designed to hold warmth, absorb light and endure. YOEN® pieces belong to rooms that breathe: minimalist interiors, thoughtful homes, places where stillness is a form of luxury.
Yoen's mission remains the same:
To create textiles of genuine permanence — pieces that are felt before they are seen, that outlast trends, and that reward daily use with deepening softness and quiet beauty.
Such a wonderful experience to finally see this work done! SIRKEL
Closing the loop: brand strategy, creative direction and copywriting for a global investment venture
Brand strategy, naming, creative direction, visual identity, website and copywriting for Sirkel Ventures, an investment business working across renewable energy, mining and global markets.
THE STORY
Sirkel was built around a simple idea: seemingly separate opportunities are often part of something much bigger.
The business works across industries, markets and geographies, connecting capital, expertise and opportunity. I wanted the brand to make those connections visible.
That led naturally to the idea of the circle, and to Sirkel.
From there, I built the visual and verbal world around movement, connection and impact. Circles, ripples, loops and repeating forms became a way to show how one investment can create effects far beyond its starting point.
The language followed the same thinking. “Bridging continents. Connecting innovators.” “Embracing diversity and creating opportunity.” “Join our Sirkel of change and impact.”
The result was a bold, stripped-back identity that could move comfortably between mining, renewable energy and investment without belonging too obviously to any one of them.
WHAT IT TAUGHT ME
That a good brand idea can do more than hold a business together. It can help make sense of a business that operates across very different worlds.
And that sometimes the simplest shape gives you the biggest world to build from. 
